Digital has eaten into both TV and Print: Debraj Tripathy, MediaCom

Media buying and selling has moved from being relationships led to being more data and analytics led, Debraj Tripathy

e4m by Dolly Mahayan
Published: Nov 6, 2017 8:29 AM  | 3 min read

MediaCom India is among the top five agencies in the country and is a part of the leading advertising media conglomerate GroupM. It enjoys the prominence of being one of the most productive and innovative media agency in India and has won multiple awards for its work.

In a chat with exchange4media, Debraj Tripathy, Managing Director of MediaCom, shared his viewpoints on how the audience perception has changed in the last few years.

What is the USP of MediCom?

We believe content and its efficient and effective distribution drives brand results. A systems approach rather than a “silo” approach to distribution of content is what we follow. We believe every mode of content distribution impacts and affect every other mode. Planning for all these modes of distribution, together and taking their mutual impact into consideration is far more effective for brands. This is what we call systems planning. Systems planning is linked back to an outcome – sales/ market share/ brand health parameter etc. rather than a media output. We call process by which we get to building these system plans and their execution with 20|20 Connections.

What are some of the key challenges you have faced in the last few years?

If there was one challenge that I would name, it would be getting ready access to the right talent. Thankfully we do not lose people, we have the lowest attrition rate in the industry. This has helped us manage the talent challenge to quite an extent.

Could you tell us about the media buying and selling industry? How has it evolved over the years?

Media buying and selling has moved from being relationships led to being more data and analytics led. The growth of digital has led to programmatic buying. The relationships haven’t died but have been bolstered by number driven decisions. Both buyers and sellers are far more accountable now than they were earlier.

How has the audience perception changed in the last few years and what are the new tools or strategies that you’re adopting to cope with that?

The audience has become far more discerning. Their attention span has decreased. Media consumption profile has changed. Digital has eaten into both TV and Print etc. In a nutshell, it has become increasingly difficult to reach a sizable portion of the target audience enough number of times within a given budget. Systems planning are designed to exactly address this. Multi-media optimization based on strength of connections between various media touch points and delivery capacity of each medium, all linked to a business outcome, is how we have addressed these changes in audience behaviour.

What is that one piece of advice you’d like to give to upcoming marketers?

Media is far more complicated and involved than what it was 10-15 years back. It is best managed by specialists. Leave media decisions to your media agency. You will not regret it. Efficiency is important but effectiveness of your media investment trumps efficiency hands down. Is 5 per cent efficiency more important or a 5 per cent increase in sales? Just think.

What are your top three favourite campaigns?

Three of my favourite recent campaigns are: Ariel’s Share the Load, Flipkart (Kids as adults) and Airtel 4G Challenge.

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